2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

Expo 2020 Dubai will be one of the smartest, fastest and best-connected places on earth. To help the public visualize what this might mean, we created an interactive flythrough called Explore 2020 which provides a 3D scale replica of the Expo site – rendered in real time – allowing visitors to ‘fly through' and navigate the future Expo 2020 Dubai site. Unveiled at GITEX Technology Week 2018, Explore 2020 illustrated a range of experiences made possible by 5G-powered digital services and technologies, in an immersive 4D format. This interactive installation was then presented to delegates from 190+ participating countries at the Expo’s International Participants Meeting, and then taken on a global roadshow, including Mobile World Congress 2019, in Barcelona. Today, Explore 2020 resides in a tourism-focused business centre, enabling B2B & B2C audience groups to experience and imagine the potential of a digitally-driven Expo 2020.

Cultural / Context information for the jury

Regionally relevant UX: Mindful of the parameters of Emirati dress and to enable the majority of viewers to experience the Expo 2020 site, the Explore 2020 demo was deliberately designed to be as accessible as possible: an immersive experience without the need for VR headsets. Instead, we deployed large screen displays in a curved, inclusive construct that gives control to the user-driver. The use of an 8-axis space mouse put control in the users’ hands, allowing the ‘driver’ to curate their own personalized journey, an important tenet of the Expo 2020 visitor experience. Ease & accessibility: Without the time-consuming requirement of putting on headsets, the large content format worked at high-traffic exhibition halls and public spaces as a means of quickly grabbing the attentions of passers by whilst allowing multiple people to share the experience at once.